Over the past twenty years, health and wellness coaching has steadily evolved from an emerging discipline into a formally recognised profession with industry bodies such as the National Board for Health and Wellness Coaching (USA) and the Health Coaches Australia and New Zealand Association (HCANZA) creating an industry voice with global appeal, dedicated to advancing the practice of health and wellness coaching.
On July 14th 2026, the National Board for Health and Wellness Coaching (USA) shared the news that the Center for Medicare and Medicaid Services had proposed national Medicare payments for health and wellness coaching services from 2027. The criteria for being recognised as a “certified coach” is Board Certification through the NBHWC. (Many of you are aware that Wellness Coaching Australia is the only Australian training provider that provides eligibility for graduates to sit this exam.)
At this stage, this a recommendation, or a “proposed rule”, not a final policy and the way it would work is that coaches would become part of the clinical team, with the healthcare practice invoicing Medicare. However this does represent a major milestone for our profession globally and one that key industry leaders in the US have been advocating for the last 5 years to establish.
So what does this actually mean for the industry in Australia?”
Most importantly, it will not affect Australian funding or practice. But it is another sign that internationally, coaching is gaining credibility. As we know, Australia often watches developments in other countries and our healthcare system is slowly recognising prevention and behaviour change as a proactive means of reducing chronic illness.
Recognition by governments does not suddenly make coaching effective. Health and wellness coaching has been changing lives for many years. What recognition does is allow more people to access a service that already has a growing evidence base.
As professional opportunities continue to expand, the importance of quality education, ethical practice and recognised credentials becomes increasingly important. Whether graduates work in healthcare, community settings, education, private practice or corporate wellbeing, strong training provides the foundation for delivering coaching that genuinely makes a difference.
We are quietly excited about this news which can be used as further support for HCANZA’s quest for wider recognition of our work!
